Brand Valuation and Marketing Assets Assessment – Theoretical Background vs. Contemporary Managerial Issues

Abstract

This scientific paper aims to elaborate the nature of relationship between marketing assets and marketing equity, especially brand equity, and the materialization of their effects as one of greatest managerial challenges in a process of marketing performance assessment. Theoretical elaboration and research findings serve as evidence that there is an increasing trend of brand valuation and measuring the brand equity and marketing assets worldwide, but incorporating the value of brand equity and/or marketing equity in formal financial statements continues to be one of the greatest challenges for companies worldwide, especially if observed from a standpoint of financial and accounting specialists. This paper will focus both on theoretical and managerial issues related to the brand valuation and marketing assets assessment, especially brand equity assessment and formal evidence in companies. The results of a study, conducted on a sample of Macedonian companies will be presented as well, in order to support the theoretical elaborations with recent research data, and to draw conclusions. How applicable is it, what are the world’s best practices and does the overall external marketing and managerial environment in Macedonia offer significant preconditions for implementation of such a sophisticated managerial concept in practice?